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Kundenintegration 2.0 – Welche Faktoren beeinflussen die Kundenintegration in transaktionsbasierten Online Communities?

Customer Participation 2.0 – Which Factors Determine the Customer Participation in Transaction-Based Online Communities?

  • ZfB-SPECIAL ISSUE 5/2011
  • Published:
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Zusammenfassung

Transaktionsbasierte Online Communities wie z. B. Auktionsplattformen oder Tauschbörsen verzeichnen ein signifikantes Wachstum. Ihr Fortbestand hängt jedoch im hohen Maße von der aktiven Beteiligung ihrer Mitglieder ab. Dieser Beitrag untersucht mitgliederspezifische, soziale und anbieterspezifische Determinanten der Kundenbeteiligung in transaktionsbasierten Online Communities. Dabei werden Erkenntnisse aus der Community-Forschung und der Kundenintegrationsforschung in ein Untersuchungsmodell integriert. Die empirische Überprüfung der Determinanten durch die Befragung von Mitgliedern einer transaktionsbasierten Online Community zeigt, dass Anbieter verstärkt mitgliederspezifische Determinanten (dies sind: Freude und Integrationsfähigkeit) adressieren sollten, um die Aktivität der Mitglieder zu erhöhen. Die interaktionale Gerechtigkeit anderer Mitglieder und des Anbieters sowie die antizipierte Preisreduktion sind weitere Faktoren, die einen positiven Einfluss auf die Kundenintegration in transaktionsbasierten Online Communities haben. Auf der Grundlage der hier ermittelten Ergebnisse liefert der Beitrag Anhaltspunkte für ein effektives Management der Kundenintegration in transaktionsbasierten Online Communities.

Abstract

The long-term existence of online communities of transaction mainly depends on the participation of their members. Despite this importance, up to now no studies have empirically investigated the drivers of customer participation in those online communities which are growing in number. The present paper contributes to this research gap by developing a comprehensive model analyzing member-specific, social and provider-specific determinants of customer participation in online communities of transaction. This model is based on two so far rather isolated research streams: traditional customer participation research and online community research. By testing our theoretical model using data generated in an online community of transaction, we identify member-specific drivers to be most important. Thus, providers of these online communities should put an emphasis on marketing activities that have an impact on the community members’ enjoyment and expertise. Moreover, the perceived interactional justice of the interaction within the community and the anticipated saving of money stimulate customer participation as well. Quite unexpectedly, we find social identification and positive network effects to have a negative influence on customer participation.

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Abb. 1

Notes

  1. Da sich der folgende Beitrag in erster Linie auf die Kundenintegration 2.0 bezieht, entfällt zu Gunsten der Lesbarkeit des Beitrages der Zusatz 2.0.

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Authors and Affiliations

  1. Lehrstuhl für Internationales Marketing, Universität Wien, Brünner Straße 72, 1210, Wien, Österreich

    Christina Sichtmann

  2. Lekkerland Stiftungslehrstuhl für Convenience & Marketing, European Business School (EBS), 65375, Oestrich-Winkel, Deutschland

    Sabine Möller

  3. Lehrstuhl für ABWL und Dienstleistungsmanagement, Katholische Universität Eichstätt-Ingolstadt, Auf der Schanz 49, 85049, Ingolstadt, Deutschland

    Jens Hogreve & Nicola Bilstein M.A.

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  1. Christina Sichtmann
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  2. Sabine Möller
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  4. Nicola Bilstein M.A.
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Correspondence to Christina Sichtmann.

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Sichtmann, C., Möller, S., Hogreve, J. et al. Kundenintegration 2.0 – Welche Faktoren beeinflussen die Kundenintegration in transaktionsbasierten Online Communities?. Z Betriebswirtsch 81 (Suppl 5), 21 (2011). https://doi.org/10.1007/s11573-011-0487-2

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